- NIKE’S HEGEMONY TOWARD AMERICAN YOUTH AS REFLECTED IN “LIKE MIKE” FILM

by
RESTIWINA
02026041

ABSTRACT

Hegemony, the main concept of Gramsci, not only gives contribution in political field but also contribute idea in cultural analysis. He tries to formulate the relation between culture and class, explain some ways where culture can be a strategic place in making consensus, negotiating ideology and culture between dominant, and subordinate. This study is an attempt to describe cultural hegemony which is done by Nike Corporation as reflected in a literary work which is film entitled “Like Mike”.

The writer employs the interdisciplinary approach in the frame of American Studies discipline. Synthetics of knowledge theory was used for carrying out this thesis and supported by an interdisciplinary approach with a series of disciplines mainly history, cultural and sociology. This thesis was accomplished through qualitative method and supported by library research.

In this film, it is described that Nike Corporation as a ruling class tried to become a hegemonic class by establishing its hegemony. In line with Gramsci’s theory in reaching hegemony, ideology should be spread. In addition, media and organic intellectual are needed in doing this effort. Lastly, the result of this study reveals that Nike’s hegemony also gives great effect toward the structure of youth. Two factors that influence the structure of youth are concerning with appearance and ritual codes.